As more people search from smartphones and tablets, how do their searches differ from tradition desktop searches? Farhad Koodoruth, MD of Blowfish Digital, looks at how brands need to approach this form of marketing and keep it separate from traditional search.
It is estimated that by mid 2012 smartphones will account for more than half of the UK’s mobile users (econsultancy). The potential for brands is already starting to show as users search for places, goods and services as they go about their daily business.
Marketers are recognising this and many are implementing mobile as part of their digital strategy. However, I don’t think they are giving it the degree of attention it deserves. Make no mistake, mobile search is growing.
Marketers need to build separate strategies. Not just between their traditional desk top paid search but also specific to the mobile platform.
Ipad users search in a different way to smartphone users both navigationally and transactionally with large differences in behaviour internationally.
So, they need to look at the data and run separate, mobile specific campaigns to check how landing pages, creative and PPC are performing.
Adwords can split targeting between tablets and mobiles and a different approach is needed for both. Tablets behave more like PC, mobiles very differently and show differences by operating system. All mobile devices are not the same and, likewise, user patterns are different.
Adwords lets you split by operating system. So, marketers need to run tests to see whether Apple converts better than Android. Apple users are often a different demographic to Android and their purchasing behaviour is again very different.
Brands want users to have the same experience when interacting with sites, be it through a mobile device or a desktop. Many are opting for a mobile specific website and there are some great ones out there, M&S, ebay, Amazon, Groupon, Debenhams do it well. This means fewer images and more information.
All of this is fine but only if they can be found easily. Remember, these are mobile devices and by their very nature users want fast results.
As Google shows few paid search ads in mobile search results, mobile searches are limited. This, I’m sure will change, but in the meantime it should not be ignored. Brands need to ensure that they appear in top positions on mobile devices just as they’ve worked hard and spent lots of their hard earned budget ensuring top position on desk tops.
Mobile search is still in its infancy by comparison to traditional search.
However, it doesn’t seem that long ago when search marketing was something that few people understood, let alone saw the potential it offered.
Marketers should take this platform seriously, check data, test and test again. Mobile search should be an important part of your overall strategy, get it right now and you’ll reap the rewards this platform has to offer.
By Farhad Koodoruth
MD
Blowfish Digital
www.blowfishdigital.com
